베트남 A 병원의 의료서비스 품질이 추천의도에 미치는 영향 : 고객 만족도 매개효과를 중심으로

초록

This study aims to analyze the quality and satisfaction of healthcare perceived by patients using hospitals and to provide basic data necessary for expanding and settling Vietnamese healthcare services by analyzing the impact on recom mendation intentions. The research method selected one hospital in Vietnam and collected data from patients using the hospital and used a total of 286 effective samples as data for hypothesis verification. The research model and hypothesis verification were analyzed with the statistical data from SPSS and AMOS. The findings show that, first, tangibility, accessi bility, and reliability all have a positive effect on the quality of healthcare. Second, it has been shown that only accessi bility among the quality of healthcare has a positive effect on recommendation intentions. Third, customer satisfaction has been shown to have a positive effect on recommendation intentions. Fourth, when looking at the mediating effect, reli ability among the quality of healthcare was shown as a full-mediated effect, but accessibility was shown to have a partial mediating effect and tangibility to have no mediating effect. Contact management is important because customer sat isfaction is highly regarded when customers feel positive emotions at the interface from the provision of convenience fa cilities that support medical services to the reduction of waiting time for patients, employees kindness, treatment, medi cation, and inspection. It is also confirmed that the demand for convenient and rapid use of hospitals is increasing in Vietnam. In addition, if customer satisfaction is increased through friendly medical staff's response, the intention of recom mendation will be even greater

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